Sánchez Romero Carvajal
Recovering its essence
Together with the Osborne team, we explored the brand’s roots and history, as well as its differentiating attributes, to define a new positioning. We discovered that to obtain an authentic 100% original Iberian acorn-fed ham requires protecting the purity of the breed, carrying out artisan processes passed down from father to son and raising animals in freedom in their natural habitat, the Jabugo pastures.
But if Sánchez Romero Carvajal has learned anything in its more than 140-year history, it is that the main thing is a question of DNA. Something that deserved a brand story to match. A new positioning was defined and also a claim capable of summarising this singularity of the brand: “Unchanging essence”.
Colour was another central element of the project. Green, associated with nature and the tradition of the sector, was maintained, but complemented with a bright chromatic palette that gave the packaging a modern, contemporary look, and that can be adapted to any medium needed.
We completed the identity with fine illustrations of holm oak leaves and acorns, two inherent elements of the product. The selection of the corporate typeface also posed a challenge due to the length of the brand text, Sánchez Romero Carvajal. To solve this problem, we worked in a more condensed typeface, using capital letters to improve readability.
A Bronze Pentaward
In short, a new brand image and packaging design capable of recovering the unalterable essence of an emblematic brand. A Bronze-winning project at the Pentawards 2021.